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Marriott International has launched segmentation of its 31 brands

On Marriott International's web site, the group's 31 brands are presented in their totality with a segmentation into two major categories and three levels of sophistication. A long effort to differentiate has been undertaken for all the brands to justify their positions on the table.

In order to present its entire portfolio, from the finalization of the merger with Starwood Hotels & Resorts, Marriott International decided to divide its brands into those that it qualifies as "Classic" and others that are "Distinctive". Classic hotels, more timeless, versus characteristic hotels with an affirmed personality. The brands are divided in a fairly balanced manner, 15 Classic for 16 Distinctive. 
A second differentiation characterizes them within each major category depending on the level of service: Luxury, Premium and Select. A third distinction separates short-stay hotels from long-stay concepts such as residence hotels. The result is a table with three entries, a new matrix that acts as a basis for marketing teams to refiner the presentation and differentiation of each.

  • Classic Luxury: 

The Ritz-Carlton, St-Regis, JW Marriott

  • Classic Premium: 

Short stay: Marriott, Sheraton, Marriott Vacations Club, Delta Hotels / Long stay: Marriott Executive Apartments

  • Classic Select:

Short stay: Courtyard by Marriott, Four Points by Sheraton, Springhill Suites by Marriott, Fairfield Inn by Marriott, Protea Hotels / Long stay: Residence Inn by Marriott and Townplace Suites by Marriott

  • Distinctive Luxury: 

Ritz Carlton Reserve, Luxury Collection, W Hotels, Bvlgari, Edition

  • Distinctive Premium: 

Le Méridien, Westin, Autograph Collection, Design Hotels, Renaissance Hotels, Tribute Portfolio and Gaylord Hotels

  • Distinctive Select: 

Short stay: AC Hotels by Marriott, Aloft Hotels, Moxy / Long stay: Element by Westin

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